I would call him Mister Comapu
And no, I'm not going to tell you about any animal or endangered species. I'm talking about what could be a new concept in the field of communication. And let me first make it clear that I understand communication in a broad sense. Very broad. And, secondly, I would like to distinguish between what is communication by a company either directly to the market, through the media or through social networks, and what is communication by a company directly to the market, through the media or through social networks, and what is communication by a company directly to the market. we could call corporate communication, and communication in the sense of informing society about the reality, i.e. the journalism. This article is about the former. Not the latter, although at some point it alludes to journalism, to the media.
Clarifying this point, I would like to underline that, although many disagree with my theory, the reality is that the barriers that years ago separated the communication stricto sensu from marketing and the advertising have faded to such an extent that they have even disappeared. Yes, I am sorry. And I am aware that my colleagues in the journalistic world will be screaming their heads off at this 
moment. This should not be the case, however, because one thing is that the mainstream media try (and I think they should try much harder than they do) to maintain the difference between information and publicity, and it is quite another thing for a company to corporate communications is a whole, the conjunction of everything.
Isn't communicating a good way to marketing campaign Is that really very different from the press release And isn't it also about communicating with the media about the product? disseminate a powerful and well-done video about the new image of a company that has also gone viral and has become Is that any less communication than what was told to journalists at a press conference?
This symbiosis between communication, markerting and and advertising, which had already been glimpsed years ago, has now been accentuated by the rise of social networks and the very decline of communication, marketing and advertising. Let me explain.
The problem with the communication is that it relied heavily on the traditional mediaThe same press that is bleeding all over the place for many reasons. Among others, because it is unable to see that nobody is going to pay today for information that they already know yesterday. Or since the day before yesterday, as happens at Christmas and New Year, when there are no newspapers but they don't care because there is the King's speech on the front page again. So either communication embraces the new media, i.e. social networks and the formats that emerge, or it will enter the same process of extinction as the traditional media.
And the The problem with advertising is that it doesn't work either. At least advertising as it was understood a few years ago. Consumers are tired of being bombarded with ads that are so explicit, so obvious that they almost implicitly carry the order to "buy me" and now they only accept suggestive, eye-catching performances that entertain them, that bring them something, even if it's just a smile. Or a tear, because there are magnificent advertisements in this sense, such as this one.
Traditional advertising is outdated and to reinvent itself it has turned to the world of marketing, which has always been its brother, and that of communication, from which it was somewhat more distant. Pure necessity.
The terrain in which both communication and advertising/marketing are fighting to get their own back.
social networks are to blame for this dilution of concepts.
Personally, I do not believe that this symbiosis, properly addressed, will be to the detriment of of the company that carries it out. Quite the contrary. I believe that an alignment of the three legs is key to achieve the effectiveness of the messages that the company wants to convey. And one leg can bring wealth to the other and vice versa. Today this is clearly seen in social networks. There are marketing actions that generate content for corporate communication and vice versa.
But, I insist, for this symbiosis to work, it must be very well managed. And that, at least in my opinion, requires the joint work - not simultaneous, not aggregated, not overlapping - of good professionals each in their respective fields. Because you will agree with me that one thing is adding and, quite another, integrating.
I, at least, am convinced that the success of companies will depend not only on surrounding themselves with the best professionals in their field, but also on creating multidisciplinary teams and putting them to work together. Have you heard of hackathons? If you know what they are, you know what I mean.
@consuelocalle_
Director of Proa Comunicación